Marketing, advertising & media intelligence

A world gone digital

Digital

May 23rd, 2012

By Blair Haeata

The MA's Digital Day Out Event last week was an opportunity to see how advertisers and consumers are interacting via social networking sites, the internet, TV, mobile devices, tablets and instore digital signage. And what may be involved in the future if those relationships hope to be strengthened.

Steve Garton of Ipsos, Greater China, conveyed the latest global digital trends currently being used in digital media and social spaces around the world and educated the audience on the importance of social media and how to extend conversations to the multi-tasking consumer of today's world.

Kiwi Bank's head of digital, Ritsa Magiannis and her digital team are putting their consumers back into personal banking due to the acceleration and drive for one-on-one interaction online. The current trends of consumers migrating to the digital space are a high priority for the bank and it has responded by creating an online customer service team that responds via secure mail inside internet banking, email, Twitter and Facebook.

Peeyoosh Chanrda of Saatchi & Saatchi, Mark Jenner of Telecom NZ and Mark Glenn of TOUCH/CAST touched on the importance of making digital persuasive, having no boundaries and using it to drive service differentiation. We were taken on a journey where we experienced their passion for the digital space and how important it was to understand how consumers interact. And the ability to combine digital with real life events clearly showed how the digital space could enter the consumer’s personal space emotionally and physically.

Simon Pohlen of Loyalty NZ, created plenty of interest by speaking directly about creating, maintaining and motivating loyal customers via digital channels and Christian Skyes of Experian HItwise offered his insights into how sophisticated New Zealanders are as internet users compared to the rest of the world (for example, 52 percent of New Zealanders were researching their products and buying online compared to 50 percent doing the same thing in Australia).

Jenene Crossan of Flossie really advocated the power and success of the digital space and showed how everyday consumers are dictating trends globally. If your content is king, you will engage with your consumers, and, just as the attendees at the conference were doing with their mobile devices, they will share it.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Why we like it: Colenso BBDO continues its lactose-inspired series with a new instalment that features a model with a head of aesthetically pleasing hair. In the latest edition what at first seems to be another clichéd hair ad quickly twists into something very different when the answer to obtaining beautiful locks is presented in the shape of a glass of milk.

Who's it for: Pak 'n Save by FCB

Why we like it: Every once in a while, Stick Man walks onto Kiwi TV screens to put a smile on viewers' faces with his minimalist approach to advertising. And the latest addition to Pak 'n Save's growing canon of quirky ads features a horse that refuses beer and wine on account of "driving" home. Very responsible, indeed.

Who's it for: World Vision by NZME

Why we like it: rather than simply bombarding viewers with harrowing statistics and a series of depressing imagery in its latest campaign, World Vision has collaborated with NZME to tell the stories of some of the individuals suffering in Syria. And although this isn't a TVC, the journalistic prowess of Rachel Smalley illustrates how long-form storytelling can be used to deliver impact and resonance that would be difficult to achieve within the limits of a 30-second TVC. What's more is that the content is editorially interesting enough to attract the interest of the NZ Herald's readers.